Dairy Farmers of Wisconsin Integrated Digital Marketing

Marketing Plan Development

Overdrive developed a plan for DFW and Wisconsin Cheese to take brand ownership of artisan cheese in key consumer moments and plots of digital real estate.

Plan Development Elements Included:

• Goals and objectives
• Target audience
• MarTech audit
• Content audit
• Customer Journey Mapping
• Media plan (Display, video, SEM, Social)
• Search Engine Optimization plan
• Organic Social Media Marketing
• Content development
• Creative requirement
• Tracking and reporting requirements

‍

The Cheese Lover Customer Journey

Overdrive planned and wireframed Wisconsin Cheese’s end-to-end customer journey from the first ad impression to the last landing page, and built all its required components in one shot.

‍

Digital Media Management

Overdrive developed a comprehensive media plan that identified high-value site direct media properties as well as a programmatic approach. This ensured Wisconsin Cheese’s presence around key content as well as based on user intent.

‍

Paid Search

Overdrive utilized paid search campaigns to drive targeted traffic for the Cheese Enthusiast’s customer demographic in their holiday gift campaign and drove hyper-localized geo-targeted foot traffic to DFW’s booth at the Gulfood International Awards Show​.

‍

Display Ad Creative

Overdrive created highly visual recipe and brand awareness ads, driving traffic to highly engaging landing pages with multiple engagement opportunities.

‍

Paid Social Creative

Overdrive developed paid social ads infusing cheese lovers’ newsfeeds with key brand messaging that highlighted recipes, pairing ideas, and cheese varieties, encouraging social sharing and increasing traffic to the Wisconsin Cheese site.

‍

Video Animation Creation

Reach for the digital and social ads was extended with the creation of animated videos and HTML 5 banners.

‍

High Engagement Landing Pages

Engagement-focused landing pages were created to drive action and appeal to the different target audience segments.

‍

eCommerce Campaign – Gift Basket

Overdrive and DFW created a seasonal campaign to drive to an eCommerce landing page promoting Wisconsin Cheese gift baskets from cheesemakers and sellers.

Campaign elements included:

• GDN static banners
• Social paid static and animated ads
• HTML 5 banners
• eCommerce landing page
• Paid search advertising

‍

Geo-Targeted Event Campaign – Gulfood

Geo-specific event display and paid search ads were created to drive awareness and foot traffic to the Wisconsin Cheese booth at the tradeshow event.

‍

Social Media Management

Overdrive managed Wisconsin Cheese’s social profiles, increasing brand awareness and generating meaningful engagements​ through strategic posting, boosting, and conversations with fans.

‍

Social Media Chatter Encouragement

Overdrive’s social media program was designed to get consumers to express their love of Wisconsin Cheese through the posting of positive comments and sharing.

‍

Blog Post Creation

Overdrive created over 100 blog posts that conformed to the tonality and SEO requirements of the organization. These blog posts also greatly increased the volume of organic traffic from our SEO efforts.

‍

Whitehat SEO

Overdrive assessed DFW and Wisconsin Cheese’s online natural search presence for all major search engines, using our findings to improve search rankings, natural site traffic, and lead flow.

• Content Development
• Meta Tag Development
• Keyword Deployment 
& Interlinking
• Call-to-Action Integration
• Company-Wide Trainings
• Overall Site Health Assessments
• Blog & Site Assessments
• Code Compliance
• XML Sitemap
• Keyword Level Rank & 
Competitive Tracking

‍

Success!

Overdrive helped DFW create the largest cheese platform on earth, creating hundreds of millions of impressions, video views, and cheese lover engagements.

‍